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Earlier this week Facebook announced that it was teaming up with UK gambling firm Gamesys to launch new apps that allow users to wager real money.

Due to the tight restrictions on gambling it could be seen as a controversial venture for Facebook, but social media and gambling are already firmly intertwined.

The UK’s top gambling sites all have a social media presence, with a benchmark report published by QuBit showing that Paddy Power has the best ‘social score’ followed by Betfair.

The report evaluates the UK’s top ten betting sites based on monthly page view statistics from Doubleclick Adplanner. These also include 888, William Hill, Ladbrokes, Bet365, Skybet, Betfred, Stan James and Coral.

The QuBit social scores are calculated based on each company’s reach on social networks, which is then weighted based on the average time spent on the website and revenue driven through each source.

Paddy Power and Betfair are the only sites to have engaged across all five key social networks, with a notable presence on the rapidly growing site Pinterest, which has been found to proportionally drive far more revenue than Facebook.

However at the moment Betfair’s account has just 12 followers, despite creating 10 boards with a total of 129 pins.

So while it should be commended for being an early adopter and experimenting with Pinterest, it’s unlikely that the social network’s predominantly female user base will be flocking to view the boards in high numbers.

Skybet and William Hill also have Pinterest accounts Pinterest account, although Skybet's one board has just four followers.

QuBit’s analysis shows that all sites engaged strongly with Facebook and Twitter, with an average of 29,900 likes and 20,800 followers.

The benchmark report also looks at the bookmaker’s search performance. This chart shows a breakdown of the number of Google searches in which each site will appear on the first page of results.

The strength of brands within the online gambling industry is highlighted by high level of reach achieved through paid and organic brand searches. 

The brand name Coral clearly has the best brand paid and organic first page reach. 

William Hill and Bet365 achieved the greatest reach through paid and organic high-traffic, which could prove the most lucrative in this market as these customers are less likely to yet have a specific brand loyalty.

UPDATED: Please note that this post originally reported that Betfair was the best performing brand on social media. This was based on incorrect data supplied by QuBit which has now been updated to reflect the correct social scores.

David Moth

Published 15 August, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1679 more posts from this author

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Peter Rimmer

Having a social media presence can really help both the business and the consumer in this scenario, and may even help attract new business. I am not a gambler myself, but I am sometimes tempted so if there was a live twitter feed telling me the rolling odds (there might well already be), I may be persuaded to part with my money in a moment of passion!

about 4 years ago

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Conor

So the top performing Facebook pages in this report are based on what traffic they get from Facebook search ads? Because clearly Betfair is not the top performing FB page here.

about 4 years ago

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Jarrod

Interesting comment, Peter. We'll be releasing a betting website soon that is much more social and based on driving passion and pride back into wagering. From our research, it seems many folks out there agree with you!

about 4 years ago

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Ashwin Naiksatam

Pro betters do talk a lot about the best odds via Twitter and FB which was clearly visible from the Google Real Time (which has been discontinued) Search updates. Whilst working on Ladbrokes, the Google real time insights did help to optimize ppc campaigns (showing Live Odds) and increase sales. Social - Search integration is really effective for Gaming/Betting.

about 4 years ago

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Ryan Murton

I find the report slightly misleading. I can understand as the amount of Avg/Monthly Visits including Avg/Time on Site but then by Revenue? Why is this?

There's also another issue, some of the Companies on Facebook, don't use their page as a Revenue Stream so to speak, it's seen as a Branding/Engagement exercise. Betfair constantly, through their Facebook page, post links to their website using Offers, where as the Paddy Power and William Hill page publish "banter", there's a huge difference. Betfair has a third of the amount of Facebook "Likes" that Paddy Power has and their engagement levels suck, the amount of "Likes" and "Shares" are a million miles behind Paddy Power and William Hill.

about 4 years ago

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Chris

If the report is looking at taffic and revenue generation then you can understand why a post back to a site has a greater Impact over a post with a funny looking dog asking people to like it because it's Friday.

For me the report is highlighting the need for a balance, likes are easy to get, creating a steady level of engagement is also pretty easy however, the difficulty comes in translating that activity back to the site.

As Facebook strives to justify it's IPO price with it's move to a brand channel as opposed to a direct response channel (lots of attribution tools) we'll see more and more gambling companies push for a growth in likes and simple engagement...how that then generates back to site impact will be the key challenge

about 4 years ago

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Paul

I think that social media still needs to deliver more from these brands especially with real time odds and specials. Many of their customers are now mobile and if they turn social media into social commerce they will be on to a winner in terms of increasing both revenue and engagement. They are already doing this well with real time odds on tv commercials during the half time intervals at major sporting matches, but this will cost a lot of money therefore eating into their margins. From these commercials I would think that the majority of customers you go on to make a bet are doing so on a mobile device

about 4 years ago

Oliver Ewbank

Oliver Ewbank, Digital Marketing Manager at Koozai

Not surprising, I think Paddy Power are a step ahead when it comes to social media. Their adverts are very social and they run good competitions like giving away free Nicklas Bendtner underwear.

about 4 years ago

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John Davids

It was only a matter of time before this happened because not before long I think most online activities will be made available and compatible with social media sites.

about 4 years ago

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Alex Black, GetFreeSlots Portal at GetFreeSlots

I see a lot of casino games on social network nowadays, however, the most of them are online slots like at getfreeslots portal http://visual.ly/novomatic-slots-gaminators-getfreeslots . I think that people should choose gambling games carefully.

over 1 year ago

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